Course Case Map for

CONSUMER
BEHAVIOR

Case Mapping for

CONSUMER BEHAVIOR
by Leon G Schiffman | Leslie Lazar Kanuk
S Ramesh Kumar
th
www.etcases.com 10 Edition, Pearson Education
Course Case Map for
CONSUMER BEHAVIOR
Must-Read Articles / Background Notes’ Inventory
 The Future Shopper - The Futures Company And Kantar Retail (WPP, 2013)
 Neuro Economics: Science Or Science Fiction? - Jim Heskett (HBS Working Knowledge,
2007)
 When Product Variety Backfires - Poping Lin (HBS Working Knowledge, 2005)
 How To Delight Your Customers - Barry Berman (California Management Review, Fall 2005)
 Implicit Predictors Of Consumer Behaviour - Nanci M. Puccinelli (HBS Note, 2001)
 Symbols For Sale - Sydney J. Levy (HBR, 1957)
 Why Do Outlet Stores Exist? - Michael Blanding (HBS Working Knowledge, 2014)
 The Vector Hypothesis Of Consumer Behaviour - Warren J. Bilkey (The Journal Of
Marketing, October 1951)
 Motivation, Cognition, Learning – Basic Factors In Consumer Behaviour - James A. Bayton
(The Journal Of Marketing, January 1958)
 Uses Of Sociology In Studying ''Consumption” Behaviour - Charles Y. Glock And Francesco
M.Nicosia (Journal Of Marketing, July 1964)
 Probabilistic Models Of Consumer Buying Behaviour - Alfred A. Kuehn And Ralph L.Day
(Journal Of Marketing, October, 1964)
 Can Attitude Measurement Predict Consumer Behaviour - Jon G. Udell (The Journal Of
Marketing, October 1965)
 A Mathematical Model For Consumer Behaviour - Benjamin Lipstein (Journal Of Marketing
Research, Vol. II (August, 1965), Pp. 259-265)
 Consumer Self-Concept, Symbolism And Market Behaviour: A Theoretical Approach -
Edward D. Grubb And Harrison L. Grathwohl, (Journal Of Marketing, October 1967)
 Can Cognitive Dissonance Theory Explain Consumer Behaviour - Sadomi Oshikawa (The
Journal Of Marketing, October 1969)
 The Role Of Risk In Consumer Behaviour - James W. Taylor (Journal Of Marketing, April
1974)
 Cognitive Dissonance And Consumer Behaviour: A Review Of The Evidence - William H.
Cummings And M.Venkatesan (Journal Of Marketing Research Vol. XIII (August 1976),
303-8)
 Use Strategic Models To Predict Consumer Behaviour - David E. Schnedler (Sloan
Management Review, Spring 1996)
 Kernels Of Truth About Marketing To Women (Knowledge@Wharton, 2000)
 Uncovering Patterns In Cyber Shopping - Wendy W.Moe And Peter S. Fader (California
Management Review, Summer 2001)
 Pricing And The Psychology Of Consumption - John Gourville And Dilip Soman (HBR,
September 2002)
 The Customer Has Escaped - Paul F. Nunes And Frank V. Cespedes (HBR, November 2003)
www.etcases.com
 Why Consumers Don’t Buy: The Psychology Of New Product Adoption - John T. Gourville
(HBS Note, 2003)
 Is Less Becoming More? - James Heskett (HBS Working Knowledge, 2005)
 Rediscovering Marketing Segmentation - Daniel Yankelovich And David Meer (HBR,
February 2006)
 What Customers Want From Your Products - Clayton M. Christensen, Scott Cook, And
Taddy Hall (HBS Working Knowledge, 2006)
 The New Indian Consumer - Ashok Gopal And Rajesh Srinivasan (HBR, October 2006)
 What Happens When The Economics Of Scarcity Meets The Economics Of Abundance? -
James Heskett, (HBS Working Knowledge, 2006)
 How To Be A Customer - John Quelch (HBS Working Knowledge, 2007)
 ‘Men Buy, Women Shop’: The Sexes Have Different Priorities When Walking Down The
Aisles (Knowledge@Wharton, 2007)
 Companies And Customers Who Hate Them - Gail McGovern And Youngme Moon (HBR,
June 2007)
 Understanding The ‘Want’ Vs. ’Should’ Decision - Sarah Jane Gilbert (HBS Working
Knowledge, 2007)
 Extremeness Seeking: When And Why Consumers Prefer The Extremes - John T. Gourville
And Dilip Soman (HBS Working Knowledge, 2007)
 The Next Marketing Challenge: Selling To ’Simplifiers’ - John Quelch (HBS Working
Knowledge, 2008)
 Long-Tail Economics? Give Me Blockbusters! - John Quelch (HBS Working Knowledge,
2008)
 The ‘Luxury Prime’: How Luxury Changes People - Sarah Jane Gilbert (HBS Working
Knowledge, 2010)
 The Future Of Shopping - Darrell Rigby (HBR, December 2011)
 Emotional Cues That Work Magic On Customers - Eduardo B.Andrade And Mario
Capizzani (HBR, Expert Insight, 2011)
 Clay Christensen’s Milkshake Marketing - Carmen Nobel (HBS Working Knowledge, 2011)
 What Neuroscience Tells Us About Consumer Desire - Carmen Nobel (HBS Working
Knowledge, 2012)
 To Buy Happiness, Spend Money On Other People - Carmen Nobel (HBS Working
Knowledge ( VIDEO), 2013)
 The Art And Science Of Sound: How Music Influences Consumers (Knowledge@Wharton,
2014)
 How Our Brain Determines If The Product Is Worth The Price - Carmen Nobel (HBS Working
Knowledge, 2014)
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Course Case Map for
CONSUMER BEHAVIOR

Widely-used Books for Consumer Behavior

Why We Buy: Buyology: How Customers Think: Spent: Sex, Why She Buys: Sway: The Irresistible The Art of Choosing Buying In:
The Science of Truth and Lies Essential Insights into Evolution, and The New Strategy Pull of Irrational by What We Buy
Shopping About Why We Buy the Mind of the Consumer Behavior for Reaching the Behavior Sheena Iyengar and Who We Are
by Paco Underhill, by Paco Underhill, Market by Geoffrey Miller World’s Most Powerful by Ori Brafman, by Rob Walker
Rick Adamson Martin Lindstrom by Zaltman Consumers Rom Brafman
by Bridget Brennan

Why People Buy Things Shiny Objects: Consumerology: Cracking the Code: Call of the Mall: Decoding the Born to Buy: All the Money
They Don't Need Why We Spend Money The Myth of Market Leveraging Consumer The Geography of New Consumer Mind: A Groundbreaking in the World:
by Pamela Danziger We Don't Have in Research, the Truth Psychology to Drive Shopping by the How and Why Exposé of a Marketing What the Happiest
Search of Happiness About Consumers Profitability Author of We Shop and Buy Culture That Makes People Know
We Can't Buy and the Psychology by Why We Buy by Kit Yarrow Children "Believe About Wealth
by James A. Roberts of Shopping by Paco Underhill They Are What They by Laura Vanderkam
by Philip Graves Own." (USA Today)
by Juliet B. Schor

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Course Case Map for
CONSUMER BEHAVIOR

Hollywood Classics

What Women Want Minority Report Jobs Cadillac Man Good Will Hunting Touching the Void

Tin Men The Prime Gig The Pursuit of Happyness The Sandlot Confessions of a
Shopaholic

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Course Case Map for
CONSUMER BEHAVIOR

List of Mapped ET Cases’ Case Studies for Consumer Behavior

S.No. Chapter Case Study/ Key Concepts S.No. Chapter Case Study/ Key Concepts
Case Flyer/Case Brief Case Flyer/Case Brief
1 Chapter I: Consumer The Indian ‘Consumer’ Consumer Behavior and Consumer Markets; Indian Consumer; 11 Chapter IX: Hindustan Unilever's Advertising; Communication and Hindustan Unilever Limited;
Behavior: Meeting Market: Deprived to Indian Consumer Markets; Consumer Behavior and Millennials; Communication Kan Khajura Tesan: Communication and rural consumers; Communication and
Changes and Democratic? Consumer Behavior Motivation; Consumer Behavior and Lavidge and and Consumer 'On-Demand' entertainment content; Communication and media dark regions;
Challenges Steiner's Model; Consumer Behavior and 4Ps of Marketing Behavior Consumer Communication and cultural relevance; Communication and price
Communication sensitive consumers
2 Chapter I: Consumer A Lifetime in a Decade Consumer Behavior and Shifts in Consumer Behavior; Consumer
Behavior: Meeting Behavior and Indian Consumer; Consumer Behavior and Paradigm 12 Chapter IX: Colgate's SlimSoft Buzz Marketing and Consumer Behavior; Buzz Marketing and
Changes and Shifts; Market Manifestations; Consumer Behavior and Millennials; Communication Charcoal Toothbrush Communication; Viral Marketing; Word of Mouth Marketing;
Challenges Consumer Behavior and Social Networks; Indian Consumer Market and Consumer in India: Bristling with Brand Communities; Buzz Marketing in India; Integrated Marketing
Behavior Buzz Marketing Communication; Buzz Marketing and Opinion Leaders
3 Chapter II: Consumer Behavior@ Consumer Research; Consumer Research and Consumer behavior;
The Consumer Airport Retail Outlets: Consumer Research for Airport Retail; Consumer Research and 13 Chapter IX: Communication and Advertising Appeals and Consumer Behavior; Abrasive Advertising;
Research Process Vineet Verma’s Quantitative research; Consumer Research and Qualitative research; Communication Advertising Appeals: Consumer Communication; Customer value proposition;
Consumer Research Consumer behavior at airports; Consumer behavior at Indian and Consumer Consumer Advertising Appeals and Celebrities; Visualizers and Verbalizers;
Dilemmas airports; Consumer Research for retailing Behavior (Dis)Connect? Advertising Appeals and Benefits of a Brand's Value Proposition
4 Chapter III: Market Customer Experience Customer Experience; Customer Experience and Brand Experience; 14 Chapter IX: DBS Bank's Chilli Communication and Consumer Behavior; Communication and the
Segmentation as Segmentation Basis: Customer Experience and Segmentation; Customer Experience as Communication Paneer Campaign: Channels of Communication; Communication and Target Consumers;
and Strategic The ‘Luxury’ in Segmentation Basis; Customer Experience and Price Pyramid; and Consumer Communicating with Communication and Digital Media; Social Media; New Media;
Targeting Question Customer Experience and Differentiation; Customer Loyalty Behavior Conversation Starters Communication and Emotional Resonance
5 Chapter IV: Customer Experience Consumer Motives and Experience; Consumer Motives and 15 Chapter X: Ariel India’s Share the Husband-Wife Decision Making; Husband-Wife Decision Making and
Consumer @ Shopping Malls: Motivation; Consumer Motives and Needs; Consumer Needs; The Family Load Campaign: Social Class; Husband-Wife Decision Making and the Family;
Motivation Influencing Customer Customer Experience; Consumer Motives and Shopping Malls; and Social Class Influencing Husband-Wife Decision Making and Indian Family; Family Life Cycle
Motives and Needs Consumer Motives and Maslow's Hierarchy of Needs Husband-Wife Spousal Joint Purchase Decision Matrix Model; Family Decision
Decision-Making? Making; Husband-Wife Decision and Share the Load Campaign
6 Chapter V: Chandni Chowk and Consumer Personality & Freudian, Neo-Freudian and Trait Theories;
Personality and Consumer Personality Legacy Shopping destinations; Brick and Mortar stores; e-commerce; 16 Chapter XI: Influence Indian Weddings: Influence Of Culture On Consumer Behavior; 3 Levels Of Subjective
Understanding Consumer Personality & Ethnocentrism, Cosmopolitanism; Consumer of Culture on Cultural Canopies? Culture; Enculturation; Acculturation; Indian Weddings; Cross
Consumer Personality & Dogmatism, OSL, Social Character; Consumer Cultural Marriages; Language & Symbols; Rituals; Cultural Customs;
Behavior Consumer Personality & Selling Techniques; Brand Personality Behavior Beliefs; Bollywood and Indian Weddings
7 Chapter V & Chapter VIII: Visualizers’ vs Visualizers and Verbalizers; Consumer Personality; Consumer 17 Chapter XII: Chinese Mobile Brands Cross-Cultural Consumer Behavior; Cross-Cultural Consumer Behavior
Verbalizers Consumers’ Attitudes; Consumer Personality and Motivation; Consumer Cross-Cultural and Cross-Cultural and Acculturation; Cross-Cultural Consumer Behavior and Chinese
Cognition and Personality and Cognition; Learning; Visualizers and Verbalizers; Consumer Consumer Behavior Brands; Cross-Cultural Consumer Behavior and Made in China; Cross-
Marketers Conviction Consumer Personality and Tri-Component-Attitude Model Behavior: An Cultural Consumer Behavior and Communication Strategies; Cross-
International Cultural Consumer Behavior and World Brands; Cross-Cultural
8 Chapter VI: Jockey – Product Product Positioning; Positioning and Consumer Perception; Product Perspective Consumer Behavior and Country of Origin Effects
Consumer Positioning Strategies Positioning and Consumer Imagery; Product Attributes; Product
Perception Positioning models; Strategic Positioning; Integrated Marketing; 18 Chapter XIII: Hector Beverages’ Innovation Diffusion; Innovation Diffusion and Culture; Innovation
Omni channel Marketing; Competitive Advantage Consumers and Paper Boat: Diffusing Diffusion and Communication Channels; Innovation Diffusion and
the Diffusion of Innovation through Social System; Adoption Process; Paper Boat; Strategic Positioning;
9 Chapter VII: KFC India – Relishing Consumer Learning; Behavioral Learning; Brand Equity; Brand Innovations “Drinks and Memories” Innovation Diffusion and Category Creators
Consumer on Consumer Learning? Loyalty; Cognitive Learning; Information Processing; Instrumental
Learning Conditioning; Reinforcement- Positive & Negative; Sensory Stores; 19 Chapter XIV: Godrej Expert Range Consumer Decision-making; Decision-making Levels;
Cues; Response; Stimulus Response Learning; Tri-Component Model; Consumer of Hair Colors: Indian Maslow's Hierarchy of Needs; 4 views of Consumer Decision-making;
Chunking; Retrieval Decision Making Consumers’ Dyeing Model of Consumer Decision-making; The Role of Needs and Style;
and Beyond Decisions Hair Dyeing Products in India; Hair Dyeing Brands in India;
10 Chapter VIII: Consumer Reviews and Consumer Reviews and Consumer Behaviour; Consumer Attitudes; 5Ps of Godrej Expert Rich Hair Crème; Hair Color Market in India
Consumer Consumer Attitudes: Consumer Reviews and Tri-Component Attitude Model; Multi
Attitude Honest Feedback and Attribute Attitude Model; Trying-to-Consume Model; Consumer 20 Chapter XV: Indian Advertisements, Marketing Ethics and Social Responsibility; Manipulating Consumers;
Formation and Confused Behaviour? Reviews and Attitude-Toward-the-Ad Model; Consumer Reviews Marketing Ethics Indian Consumers and False or Misleading Advertisements; Exploitive Targeting;
Change and Social Media and Social Ethical Conundrum: The perils of Consumers Precision Targeting; Covert Marketing;
Responsibility Confusopoly? Tinkering with Consumer Perceptions; Cause Related Marketing;
Marketing Ethics and Social Responsibility and Consumer Ethics

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S.No.
Mapping for Chapter I:
1 Consumer Behavior: Meeting Changes and Challenges CASE STUDY
The Indian ‘Consumerʼ Market: Deprived to Democratic?
Abstract:
This case study is enlisted primarily as an inaugural case study in the Consumer Behaviour course in the
Indian context. With relevant data, this case study provides a landscape of the evolution of Indian
consumer and Indian consumer market. Since independence in 1947, the Indian consumer has evolved to
be an intriguing and discerning consumer. “Study the past, if you would divine the future”, said Confucius
centuries ago and this case study provides an historical context for understanding and analyzing the
Indian consumer market and Indian consumers over the last six and half decades. Written to paint the
Indian consumer canvas over four generations – traditionalists, baby boomers, Gen X and Gen
Y/millennial, this case study enables an understanding of the transition of the Indian consumer market
from being a sellersʼ market to a buyersʼ market. With about 35% of the Indian consumer market
comprising of millenials (with intriguing characteristics, though), how should Indian marketers tap this
demographic dividend? Or, would it be a complicated demographic divide? What would digital density
mean for demographic diversity?
Pedagogical Objectives
 To understand how the Indian consumer market evolved since independence (1947) and examine what factors have
contributed to the transformation of the Indian consumer market from being sellersʼ market to buyersʼ market
 To trace the evolution of new age Indian consumer through four generations – traditionalists, baby boomers, Gen X
and Gen Y/ millennial, and contrast the emerging Indian consumer landscape with the new rules of marketing
 To discuss and debate on what do the metamorphic changes mean for Indian marketers and how should they
engage with the new age Indian consumer
Key Concepts/Keywords
Consumer Behavior and Consumer Markets; Consumer Behavior and Indian Consumer Markets; Consumer Behavior and
Indian Consumer; Consumer Behavior and Millennials; Consumer Behavior Motivation; Consumer Behavior and Lavidge
and Steiner's Model; Consumer Behavior and 4Ps of Marketing
Chapter Reading/Background Material:
 Subbu Narayanswamy and Adil Zainulbhai, “Indiaʼs consumption evolution”, http://www.business-
standard.com/article/opinion/india-s-consumption-evolution-107050501032_1.html, May 5th 2007
 “Tapping into the Indian Consumer Market”, McKinsey Global Institute, June 28th 2007
 Ashok Gopal and Rajesh Srinivasan, “The New Indian Consumer”, http://hbr.org/2006/10/the-new-indian-
consumer/ar/1, October 2006 – To understand certain facets of the changed Indian consumer
 Roland T. Rust, et al., “Rethinking Marketing”, www.hbr.org, January 2010 – To understand the improved way of
building businesses by catering to the consumer requirements
 Darrell Rigby, “The Future of Shopping”, www.hbr.org, December 2011
 David Court, et al., “The Consumer Decision Journey”, www.mckinsey.com, June 2009
 Rama Bijapurkar, We are Like that Only, Penguin Books India, 2013
 Damodar Mall, SUPERMARKETWALA, Random House India, 2014
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S.No.
Mapping for Chapter I:
2 Consumer Behavior: Meeting Changes and Challenges CASE FLYER
A Lifetime in a Decade
Abstract:
This case flyer, based on the accompanying article from The Economic Times, enables a discussion on a
few defining paradigm shifts in Indian consumer behavior over the last decade. What differentiates the
Indian consumer of 2014 from the Indian consumer of 2005? Largely the transformation was all about the
Indian consumer being a market maker than a market taker. The Indian consumer has been empowered to
be a market maker with heightened global integration, ubiquitous technology, emboldened social
networks and the resulting new discourse on lifestyles and self-embellishments. Not just that a consumer
is empowered but he is empowering others over the powerful social, digital and mobile platforms.
Enriched with instantaneous information, the ever-discerning consumer has become even more
demanding. How should marketers gear up to stand up and deliver to the intriguing Indian consumer?
Pedagogical Objectives
 To understand some of the most defining characteristics of Indian consumers over the last decade (2005-2014) and
most importantly, examine the market manifestations of the same
 To discuss and debate on the implications of these paradigms for the marketers and to identify the marketersʼ
responses
 To examine the role of millennials in setting new marketing agendas
Key Concepts/Keywords
Consumer Behavior and Shifts in Consumer Behavior; Consumer Behavior and Indian Consumer; Consumer Behavior
and Paradigm Shifts; Consumer Behavior and Market Manifestations; Consumer Behavior and Millennials; Consumer
Behavior and Social Networks; Consumer Behavior and Indian Consumer Market
Chapter Reading/Background Material:
 Delshad Irani, “The millennial paradox: How to deal with a generation packed with contradictions”,
http://articles.economictimes.indiatimes.com/2013-12-11/news/45080590_1_millennial-gen-y-tough-nut,
December 11th 2013 (accessed date: March 3rd 2015)
 Gurcharan Das, India Unbound: From Independence to Global Information Age, Penguin India, 2012
 Rama Bijapurkar, We are Like That Only: Understanding the Logic of Consumer India, Penguin Group, 2009
 Damodar Mall, SUPERMARKETWALA: Secrets to Winning Consumer India, Random House, 2014
 Santosh Desai, Mother Pious Lady - Making Sense of Everyday India, HarperCollins India, 2014
 Rama Bijapurkar, A NEVER-BEFORE WORLD: Tracking the Evolution of Consumer India, Penguin Books India,
2013
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S.No.
Mapping for Chapter II:
3 The Consumer Research Process CASE STUDY
Consumer Behavior@Airport Retail Outlets:
Vineet Vermaʼs Consumer Research Dilemmas
Abstract:
How can Consumer Research process be used to aid decision-making? How to connect the consumer
research process with business dilemmas? Presented through, a first generation successful entrepreneur,
Mr.Vineet Vermaʼs (Vineet) dilemmas, this case study can be used very effectively to sensitize the
participants/students to connect consumer research process with Vineetʼs business dilemmas.
While seemingly convinced by the retailing potential of his ethnic food retail outlet in Hyderabad
International Airport (HIA), Vineet was unsure of the preferred business architecture –place, price points,
packaging sizes and types, etc. Given the dynamics of the potential growth of air traffic in India, and
increasing airport retailing in India, would an ethnic food retail outlet stand a fair chance of success? How
to define the research objective and design the appropriate consumer research process to address
Vineetʼs business dilemmas outlined in the case study? Which kind of research techniques Qualitative or
Quantitative would be appropriate to take a decision?
Pedagogical Objectives
 To identify the relevant and appropriate consumer research technique/tool with the given business requirement
 To sensitize the criticality of defining a research objective and understanding its efficacy in resolving research
dilemmas
 To familiarize with designing an elaborate consumer research process to address business dilemmas
Key Concepts/Keywords
Consumer Research; Consumer Research and Consumer behavior; Consumer Research for Airport Retail; Consumer
Research and Quantitative research; Consumer Research and Qualitative research; Consumer behavior at airports;
Consumer behavior at Indian airports; Consumer Research for retailing
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., Chapter II: “The Consumer Research Process”- Consumer Behavior, Pearson Publications
10th Edition, 2010
 “Traveller Behaviour in India”, www.adnear.com/pdf/insights-on-air-travellers-India.php, 2012–2013
 Alka Sharma and Ankita Nanda, “Impulse buying at airport terminals: A case of Indian consumers”, Asian
Journal of Management Research, ISSN 2229 – 3795, Volume 3, Issue 1, 2012
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Mapping for Chapter III:
4 Market Segmentation and Strategic Targeting CASE STUDY
Customer Experience as Segmentation Basis:
The ‘Luxuryʼ in Question
Abstract:
This Case Study is meant to trigger a discussion on whether customer experience (brand experience) can
be considered as a segmentation basis? With intense competition among the organized players in every
industry (especially B2C and C2C Categories) along with the ever-increasing competition from
unorganized players with ever-discerning and demanding consumers, the marketers face a daunting task
to differentiate their products/services. Presented in a dialogue (between participants of an MBA and
Executive MBA program) format, this case study, presupposing a basic understanding of traditional
segmentation bases (Demographic, Psychographic, Geographic, Behavioral including VALS & PRIZM
models, etc.), attempts to contest the idea of customer experience as a new segmentation basis. What
kind of companies should attempt to adopt customer experience as a segmentation basis? How should
customer experience be designed and delivered? Would customer experience as a segmentation basis be
more pertinent to the ‘Luxuryʼ segment than other segments?
Pedagogical Objectives
 To revisit and review the relevance of market segmentation bases (Demographic, Geographic, Psychographic and
Behavioral including VALS & PRIZM) in the light of intense competition between companies of an industry and
rivalry from private labels as well as unorganized sector players
 To analyze and debate on what kind of companies/industries this customer experience can be a deliverable
segmentation basis
 To discuss and debate the possibility and scope of designing and delivering customer experience across the price
pyramid for a product line
Key Concepts/Keywords
Customer Experience; Customer Experience and Brand Experience; Customer Experience and Segmentation; Customer
Experience as Segmentation Basis; Customer Experience and Price Pyramid; Customer Experience and Differentiation;
Customer Experience and Customer Loyalty
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Market Segmentation and Strategic Targeting”, Consumer Behavior, 10th Edition,
Pearson Publications, 2010
 B. Joseph Pine II and James H. Gilmore, “Welcome to the Experience Economy”, Harvard Business Review, July-
August 1998
 Theodore Kinni, “What Experience Would You Like with That?”, Strategy + Business, Booz & Co., August 24th
2010
 ”Customer Centric Retailing – Now You Know What Your Customers Really Want”, Roland Berger Strategy
Consultants, 2010
 Bruce D. Temkin, “The Customer Experience Journey”, Forrester Research Inc., September 17th 2008
 Alex Rawson, et al., “The Truth About Customer Experience”, Harvard Business Review, September 2013
 John DeVine and Keith Gilson, “Using Behavioral Science To Improve The Customer Experience”, McKinsey
Quarterly, February 2010
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Mapping for Chapter IV: Mapping for Chapter V:
5 Consumer Motivation CASE FLYER 6 Personality and Understanding Consumer Behavior CASE FLYER

Customer Experience @ Shopping Malls: Chandni Chowk and Consumer Personality

Influencing Customer Motives and Needs
Abstract:
This case flyer is based on an article from The Economic Times and enables a discussion on whether and
how shopping malls influence consumer motives and needs. While e-commerce growth (as
demonstrated by a number of firms and y-o-y growth figures of Flipkart, Snapdeal, Jabong, etc.) indicates
the macro trends of consumer buying preferences, shopping malls woke up to considerably reduced
number of shoppers. Having made huge investments, shopping malls are pulling out every stop to
rechristen customer experience to engage with the discerning and demanding Indian consumers. Having
been exposed to lucrative and compelling online offers and exotic customer experience, offline (at
shopping malls) consumers are fed with several extrinsic motive to oscillate on their preferences, who
would have the last laugh?
Pedagogical Objectives
 To examine whether and how shopping malls influence consumer motives and needs
 To discuss and debate on how the straddling consumersʼ(straddling between online and offline) extrinsic motives
get influenced and shaped by malls and online stores
 To have an overview of the business architecture of shopping malls and the imminent threat of burgeoning e-
commerce activity
Key Concepts/Keywords
Consumer Motives and Experience; Consumer Motives and Motivation; Consumer Motives and Needs; Consumer
Motives and Customer Experience; Consumer Motives and Shopping Malls ; Consumer Motives and Consumer Needs;
Consumer Motives and Maslow's Hierarchy of Needs
Chapter Reading/Background Material:
 B. Joseph Pine I and James H. Gilmore, “Welcome to the Experience Economy”, Harvard Business Review, July-
August 1998
 Christopher Meyer and Andre Schwager, “Understanding Customer Experience”, Harvard Business Review,
February 2007
 Alex Rawson, et al., “The Truth About Customer Experience”, Harvard Business Review, September 2013
 “Mall Management - A Growing Phenomenon in Indian Retail Industry”, http://www.magicbricks.com/
mbimages/appimages/MallMgt-low.pdf, 2007
 Rohit Chadha, “Mall Strategies for Establishing Successful World Class Malls”, http://www.cedar-
consulting.com/pdf/Mall%20Strategies.pdf
Abstract:
This Case Flyer and the base article can be used to relate the underlying theoretical constructs of
personality and self-conceptare to consumer behavior at some of Indiaʼs oldest retail and wholesale
marketplaces. Touted as poor manʼs shopping destinations existing over centuries, these shopping
destinations continue to attract consumers from the entire economic and social milieus. Despite the
growing popularity of high-street shops, high-end shopping malls, ubiquitous presence of e-commerce
companies attracting consumers in groups, etc., the traditional shopping destinations continue to draw
crowds especially during festive seasons. Are the theories of personality (Freudian, Neo-Freudian and
Trait theories) related in some manner with the consumer behavior at the traditional brick-and-mortar
and legacy shopping destinations? This case flyer also enables to identify the kind of traits these
customers exhibit, to gain an understanding of which might help the marketers to attract appropriate
customers?
Pedagogical Objectives
 To have an overview of the efficacy of personality theories (including Trait theory) to understand the relationship
between personality and consumer behavior in the light of consumers at some of Indiaʼs oldest marketplaces
 To discuss and debate on the factors contributing to the continuing success of some of Indiaʼs oldest wholesale
marketplaces, brick-and-mortar marketplaces vis-à-vis the emergent high-end shopping malls and high-street
shops
 To discuss and debate on the relationship between consumer personality and Brand personality
Key Concepts/Keywords
Consumer Personality & Freudian, Neo-Freudian and Trait Theories; Consumer Personality & Legacy Shopping
destinations; Consumer Personality & Brick and Mortar stores ; Consumer Personality & e- commerce; Consumer
Personality & Ethnocentrism, Cosmopolitanism; Consumer Personality & Dogmatism, OSL, Social Character; Consumer
Personality & Selling Techniques; Consumer Personality & Brand Personality
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Chapter 5: Personality and Consumer “Behavior”, Consumer Behavior, 10th Edition,
Pearson Publications, 2010
 Sumitra Nair, “Top 10 Places for Street Shopping in India”, http://idiva.com/photogallery-style-beauty/top-10-
places-for-street-shopping-in-india/15951/11, September 19th 2012 (accessed date: November 4th 2014)
 Visiting an old market place as well as high-end shopping mall and high-street store is mandatory to understand the
differences between these two kinds of shopping centres and most importantly to delve into the underlying motives
of the same

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Mapping for Chapter V: Personality and Understanding ... &
7 Chapter VIII: Consumer Attitude Formation and Change CASELET
Visualizers vs Verbalizers:
Consumersʼ Cognition and Marketersʼ Conviction
Abstract:
This caselet, based on an exercise format, would be useful in building on the theoretical constructs of
consumer personality. Specifically this caselet can be used to analyze the importance and behavioral
connotations (cognitive personality factors) of visualizers and verbalizers. While visualizers and
verbalizers process the information in different ways, what are the underlying cognitive factors? How can
Tri-Component-Attitude Model (Beliefs-Affect-Behavioral Intentions) help in understanding the
underlying cognitive factors of the way the consumers process information? How should marketers
interpret the differences between visualizers and verbalizers from the point of their marketing
communications?
Pedagogical Objectives
 To understand the importance of cognitive personal factors in a consumerʼs buying decision process and discuss on
how Motivation-Cognition-Learning framework is embedded into consumersʼ cognitive process
 To examine how visualizers and verbalizers process the communication to make an appropriate buying decision,
using Tri-Component-Attitude Model
Key Concepts/Keywords
Visualizers and Verbalizers; Consumer Personality; Consumer Personality and Consumer Attitudes; Consumer
Personality and Motivation; Consumer Personality and Cognition; Consumer Personality and Learning; Consumer
Personality and Tri-Component-Attitude Model; Consumer Personality, Visualizers and Verbalizers
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Personality and understanding Consumer Behavior”, Consumer Behavior, 10th
Edition, Pearson Publications, 2010
 Leon G. Schiffman, et al., “Consumer Attitude Formation and Change”, Consumer Behavior, 10th Edition,
Pearson Publications, 2010
 Andrew L.Mendelson and Esther Thorson, “How Verbalizers and Visualizers Process the Newspaper
Environment”, Journal of Communication, International Communication Association, 2004
 Maria Kozhevnikov, et al., “Revising the Visualizer–Verbalizer Dimension: Evidence for Two Types of
Visualizers”, Cognition and Instruction, Taylor & Francis, Ltd., Volume 20, No.1, 2002
 Laura J. Massa, et al., “Testing the ATI hypothesis: Should multimedia instruction accommodate verbalizer-
visualizer cognitive style?”, Science Direct, http://citeseerx.ist.psu.edu/viewdoc/download?doi=
10.1.1.363.5135&rep=rep1&type=pdf, 2006
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8 Consumer Perception CASE FLYER
Jockey – Product Positioning Strategies
Abstract:
This case flyer and the base article can be used for understanding the context of developing sustainable
product positioning strategies. The case flyer highlights how the worldclass innerwear brand, Jockey
adhered to its product positioning strategy over the years and yet continues to dominate its product
category. Page Industryʼs (licensee and franchisee) Jockey brand continues to be the market leader in the
innerwear product category with its product-focused positioning strategies over the decades. The
innerwear segment in India is cluttered and most of the time, the mens innerwear positioning had
revolved around the overt machismo (often endorsed by Bollywood film stars and positioned to invoke
‘sex appealʼ). While other brands largely portrayed innerwear as a ‘seduction accessoryʼ, Jockey braved
the head winds and adhered to its unique positioning, ‘Jockey or Nothingʼ. How did Jockey sustain its
winning streak to stay relevant? How did it reinvent itself with the same positioning strategy over the
decades?
Pedagogical Objectives
 To understand the relationship between positioning strategy and consumer imagery (i.e., how positioning
statements influence consumer imagery) and discuss on the positioning platforms in innerwear product category
vis-à-vis other product categories
 To understand how the innerwear brand, Jockey (through its Indian franchisee Page Industries India Limited), stayed
relevant over the decades with its focused product-specific positioning in its product category without having any
borrowed brand equity (through brand endorsers)
 To analyse the desirability of strategic fit between positioning, distribution network and marketing communication
in the light of Jockeyʼs sustained product-focused positioning strategy
Key Concepts/Keywords
Product Positioning; Positioning and Consumer Perception; Product Positioning and Consumer Imagery; Product
Positioning and Product Attributes; Product Positioning models; Product Positioning and Strategic Positioning; Product
Positioning and Integrated Marketing; Product Positioning and Omni channel Marketing; Product Positioning and
Competitive Advantage
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Consumer Perception”, Consumer Behavior, 10th Edition, Pearson Publications, 2010
 Advertisements of Jockey Brand – Watch Jockeyʼs advertisements across the media – Print, Digital and OOH
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9 Consumer Learning CASE STUDY 10 Consumer Attitude Formation and Change CASE STUDY

KFC India – Relishing on Consumer Learning? Consumer Reviews and Consumer Attitudes:
Honest Feedback and Confused Behavior?
Abstract: Abstract:
This case study aims to introduce the students/participants to the process of consumer learning and to This case studyʼs objective is to assess whether and how online consumer reviews affect consumersʼ
understand its implications on consumption behavior. It studies how consumers responded to KFCʼs attitudes. Presented through the dilemmas of the protagonists of the case study – Sumanth and Geeta –
differentiated marketing strategies thereby developing and retaining brand loyalty. By observing and this case study outlines, based on research reports, several reasons as to why consumer reviews became
gauging consumer responses, KFC came out with unique menu offerings. KFC began as a road side eatery quite ubiquitous, especially in the digital age. However, with fake reviews and ‘paidʼ reviews, how would a
joint to being ranked second amongst the Top 10 Global Food Brands listed in Forbes. Will KFC be able to consumer sieve the information? Would consumersʼ attitudes swing based on consumer reviews – either
effectively influence consumer decision-making and tickle the Indian palate? Having learnt the changes in positive or negative? For what kind of product/service categories, online consumer reviews would make a
consumer behavior, can these factors be used to influence the buying traits of the consumers in the long significant difference?
run?
Pedagogical Objectives
 To understand the importance and intensity of online consumer reviews and debate on the efficacy and objectivity of
Pedagogical Objectives
online consumer reviews
 To understand the relationship between how an individual/consumer learns and the expected consumer behavior
 To examine if and how online consumer reviews influence consumer attitude formation and debate whether online
 To examine the differences between behavioral learning and cognitive learning and to analyze the operation of the
consumer reviews influence consumer attitude change
same in case of KFC Indiaʼs consumers
 To assess the application of structural models of attitudes (the tricomponent attitude model, the multiattribute
 To discuss and debate on the possible consumer learning outcomes and conceptualize the same for KFC India
attitude model, the trying-to-consume model and the attitude-toward-the-ad model) through online consumer
reviews
Key Concepts/Keywords
Consumer Learning; Behavioral Learning; Brand Equity; Brand Loyalty; Cognitive Learning; Information Processing;
Instrumental Conditioning; Reinforcement- Positive & Negative ; Sensory Stores; Cues; Response; Stimulus Response Key Concepts/Keywords
Learning; Tri-Component Model; Chunking; Retrieval Consumer Reviews and Consumer Behaviour; Consumer Reviews and Consumer Attitudes; Consumer Reviews and Tri-
Component Attitude Model; Consumer Reviews and Multiattribute Attitude Model; Consumer Reviews and Trying-to-
Consume Model; Consumer Reviews and Attitude-Toward-the-Ad Model; Consumer Reviews and Social Media
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Consumer Learning”, Consumer Behavior,10th Edition, Pearson Education, Inc., 2010
 “KFCʼs Great Divide”, https://www.youtube.com/watch?v=fpPXdw8uYmY, April 29th 2014 Chapter Reading/Background Material:
 “Social Media Case Study: How KFC India Boosted its Social Media Presence”, https://www.youtube.com/  Leon G. Schiffman, et al., “Consumer Attitude Formation and Change”, Consumer Behavior, 10th Edition, Pearson
watch?v=lZsVORnp0kI, January 2nd 2014 Education, Inc., 2010
 “Radio KFC RJ Hunt Facebook App - Case Study Video”, https://vimeo.com/74379122, September 12th 2013  Morgan Spurlock, Super Size Me, https://www.youtube.com/watch?v=8GA8LnPg4ZA
 “KFC Currycature”, https://www.youtube.com/watch?v=q96ftbETlSk, September 12th 2013
 The thinker and The Shopper: Four Ways Cognitive Technologies Can Add Value To Consumer Products,
Deloitte University Press, 2015
 “Made for India: Succeeding in a Market Where One Size Wonʼt Fit All”, http://knowledge.wharton.upenn.edu/
article/made-for-india-succeeding-in-a-market-where-one-size-wont-fit-all/, March 12th 2009
 Elizabeth Friend, “ Third-Ranked KFC is Winning the Fast Food Battle in India – For Now”,
http://blog.euromonitor.com/2013/12/third-ranked-kfc-is-winning-the-fast-food-battle-in-india-for-now.html,
December 24th 2013

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Mapping for Chapter IX:
11 Communication and Consumer Behavior CASE STUDY
Hindustan Unileverʼs Kan Khajura Tesan:
‘On-Demandʼ Consumer Communication
Abstract:
This case study aims to illustrate the importance of innovative consumer communication strategies. This
is a case of turning an adversity into an advantage. Hindustan Unilever Limited (HUL), Indiaʼs largest fast
moving consumer goods company, set a world record with Indiaʼs first free and on-demand
entertainment mobile radio channel Kan Khajura Tesan (KKT) for receiving the maximum number of
missed calls (72 lakh) in 120 hours. KKT has been named the best marketing campaign in the world
according to the annual WARC 100 rankings. In October 2013, HUL launched Kan Khajura Tesan (KKT) –
this implied earworm station in English – a free and on-demand entertainment radio mobile channel in
Bihar. To enjoy the service, a user had to give a missed call to a certain number. A few seconds later, he/she
would be called back and could listen to 18 minutes of Bollywood music, jokes, dialogues and radio jockey
talk, peppered with HUL productsʼ advertisements. The response was overwhelming from the target
audience, resulting in HUL expanding KKTʼs coverage to several other states. Furthermore, the number of
subscribers to the service reached more than 11 million by December 2014. This was besides the
spontaneous awareness of the Ponds White Beauty brand, the Close Up brand and the Wheel brand
increasing by 56%, 39% and 20%, respectively. However, would the preference for local language-
entertainment content in the Southern states hamper further expansion plans of KKT?
Pedagogical Objectives
 To examine how companies can reach their consumers despite infrastructural bottlenecks and despite limited
coverage of traditional media
 To understand how mobile phones can be effectively used as a communication channel with consumers
 To discuss how companies can effectively engage with their target consumers by catering to their latent
requirements
 To understand how companies can employ entertainment content to reach out to their consumers and also promote
their products
Key Concepts/Keywords
Communication and mobile advertising; Communication and Hindustan Unilever Limited; Communication and rural
consumers; Communication and entertainment content; Communication and media dark regions; Communication and
cultural relevance; Communication and price sensitive consumers
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Communication and Consumer Behavior”, Consumer Behavior, 10th Edition, Pearson
Education, Inc., 2010
 Lowe Asia Pacific, “Lowe Lintas India - Hindustan Unilever Ltd: Kan Khajura Station”,
https://www.youtube.com/watch?v=mdzFwDbk3ig, May 22nd 2014
 DigitalMarketAsia, “PHD Indiaʼs Kan Khajura Tesan for HUL”, https://www.youtube.com/watch?v=ESWH9if00q0,
June 17th 2014
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12 Communication and Consumer Behavior CASELET
Colgateʼs SlimSoft Charcoal Toothbrush in India:
Bristling with Buzz Marketing
Abstract:
This caselet demonstrates how buzz marketing and opinion leaders can be employed to create word-of-
mouth publicity for a low-involvement product. Colgate Palmolive (India) Limited (Colgate) wanted to
launch its Colgate SlimSoft Charcoal toothbrush (a toothbrush with black bristles and which was infused
with charcoal) in India. It launched an innovative social media campaign to create buzz for the product
before the launch. Selected bloggers, media houses and corporate executives were sent a black item
every day for three days by BlogAdda, a community of Indian bloggers. There was no mention of either
Colgate or the product category and bloggers had to guess the product category prior to the launch.
These influencers also had to create excitement about the product being launched on social media
channels by, primarily, posting photographs of the mystery items sent to them and by guessing the
product being launched. By the fourth day, when the toothbrush was sent to the bloggers and they had
posted pictures of the same, Colgate was successful in creating enough interest among its target
audience. However, will the initial interest generated among consumers about the charcoal toothbrush
convert into sustained long-term sales?
Pedagogical Objectives
 To understand how Colgate Palmolive (India) Limited created buzz by co-opting opinion leadersʼ (influencers) blogs
for one of its innovative products, the Colgate SlimSoft Charcoal toothbrush
 To discuss and debate the efficacy of buzz marketing for new product launches
 To examine the relationship between buzz marketing and viral marketing and discuss whether buzz marketing would
help in creating the relevant brand communities
Key Concepts/Keywords
Buzz Marketing and Consumer Behavior; Buzz Marketing and Communication; Buzz Marketing and Viral Marketing; Buzz
Marketing and Word of Mouth Marketing; Buzz Marketing and Brand Communities; Buzz Marketing in India; Buzz
Marketing and Integrated Marketing Communication; Buzz Marketing and Opinion Leaders
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Communication and Consumer Behavior”, Consumer Behavior, 10th Edition, Pearson
Education, Inc., 2010
 V. Kumar, et al., “How Valuable Is Word of Mouth?”, Harvard Business Review, October 2007
 Renée Dye, “The Buzz on Buzz”, Harvard Business Review, November-December 2000
 Angela Dobele, et al., “Controlled Infection! Spreading the Brand Message through Viral Marketing”,
http://www.sciencedirect.com/science/article/pii/S0007681304001107, January 29th 2005
 John Quelch, “How Marketing Hype Hurt Boeing and Apple”, https://hbr.org/2007/11/how-marketing-hype-
hurt-boeing, November 2nd 2007
 Angela Dobele, et al., “Why Pass on Viral Messages? Because They Connect Emotionally”,
https://cb.hbsp.harvard.edu/cbmp/product/BH239-PDF-ENG, July 1st 2007
 Iris Mohr, “Buzz Marketing for Movies”, https://hbr.org/product/buzz-marketing-for-movies/BH247-PDF-ENG,
September 15th 2007
 Sinan Aral, et al., “Forget Viral Marketing-Make the Product Itself Viral”, Harvard Business Review, June 2011
 Roger Hallowell, “Word-of-Mouth Referral, Module Note”, https://hbr.org/product/word-of-mouth-referral-
module-note/an/801332-HCB-ENG, March 9th 2001
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13 Communication and Consumer Behavior CASELET 14 Communication and Consumer Behavior CASELET

Communication and Advertising Appeals: DBS Bankʼs Chilli Paneer Campaign:

Consumer (Dis)Connect?
Abstract:
This caselet enables a discussion on the advertising appeals used in advertisements, presenting three ads
employing diverse advertising appeals from six different product categories/industries. These ads also
trigger a discussion on why some advertising appeals are used more commonly than others. These ads
can also be used as a basis for discussion on the benefits constituting a brandʼs value propositions. This is
besides the use of these ads to better understand the concepts of verbalizers and visualizers.
Pedagogical Objectives
 To understand how advertising appeals help in influencing consumer behavior
 To appreciate the constraints to the employment of advertising appeals
Key Concepts/Keywords
Advertising Appeals and Consumer Behavior; Advertising Appeals and Consumer Communication; Advertising Appeals
and Customer value proposition; Advertising Appeals; Advertising Appeals and Abrasive Advertising; Advertising
Appeals and Celebrities; Visualizers and Verbalizers; Advertising Appeals and Benefits of a Brand's Value Proposition
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Chapter 9: Communication and Consumer Behavior”, Consumer Behavior, 10th
Edition, Pearson Education, Inc., 2010
 Leon G. Schiffman, et al., “Chapter 5: Personality and Consumer Behavior”, Consumer Behavior, 10th Edition,
Pearson Education, Inc., 2010
 Y L R Moor thi, “Working Paper No: 443: Value Proposition of Banking Brands in India”,
http://www.iimb.ernet.in/research/sites/default/files/WP%20No.%20443.pdf, December 2013, (accessed date:
January 2nd 2015)
Communicating with Conversation Starters
Abstract:
This caselet highlights how an innovative marketing communication campaign can be designed to
connect with consumers. Designed to de-clutter, DBS Bankʼs Indiaʼs first interactive campaign (in BFSI
space) exemplifies how a thoughtful ‘emotionalʼ campaign can be designed to engage with the
consumers. It launched an online film called Chilli Paneer in September 2014 which featured two
characters, Ken Chang (Ken)and Asha Rao (Asha) , hailing from Singapore and India, respectively. The two
accidentally meet at a DBS ATM in Mumbai, strike up a conversation, spend time together and eventually
fall in love. The film further showed how Ken and Asha go about setting up a restaurant with assistance
from DBS Bank. Chilli Paneer did not focus on a product or service but showed how two individuals
discovered their objective of life and how the bank helped them realise their dreams. The second part
Chilli Paneer 2, released in December 2014, comprised an interactive campaign wherein the viewer had to
assume Kenʼs role and take various decisions on behalf of the protagonists. These included the type of
holiday the couple had to take in Goa, whether or not to set up another restaurant there and, if a new
restaurant had to be opened, the type. The film showed DBS Bankʼs preparedness in having a detailed plan
to finance them in case they go ahead with the venture. The viewer engagement was enhanced by giving
insights about the viewerʼs personality based on the decisions taken by him/her. The caselet also throws
light on how social media and contests were effectively used to create excitement around the campaign.
However, notwithstanding its engaging content, would Chilli Paneer 2 be able to attract eyeballs due to its
length?
Pedagogical Objectives
 To analyse the need for companies to employ differentiated communication platforms in targeting consumers, in the
light of increasing communication clutter
 To understand how a banking company, based on insightful conversation startersʼ analysis, has designed an
innovative interactive campaign (web-based advertising film)
 To examine the role of ubiquitous social and digital media in influencing consumer behavior

Key Concepts/Keywords
Communication and Consumer Behavior; Communication and the Channels of Communication; Communication and
Target Consumers; Communication and Digital Media; Communication and Social Media; Communication and
Emotional Resonance; Communication and New Media

Chapter Reading/Background Material:

 Leon G. Schiffman, et al., “Communication and Consumer Behavior”, Consumer Behavior, 10th Edition, Pearson
Education, Inc., 2010
 Targeting Consumers through Non-Traditional Media
 Viral Marketing - The following campaign films are a must watch:
 Chilli Paneer, http://www.dbs.com/chillipaneerfilm/season-1.html
 Chilli Paneer 2, http://www.dbs.com/chillipaneerfilm/want-to-be-ken.html
 Thales S. Teixeira, “Marketing Communications” , Harvard Business School Background Note 513-041, August 2012
 Michael Parent, et al., “The new WTP: Willingness to participate”, Business Horizons, Volume 54, Issue 3,
http://www.sciencedirect.com/science/article/pii/S0007681311000048, May–June 2011, pages 219–229

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15 The Family and Social Class CASE STUDY
Ariel Indiaʼs Share the Load Campaign:
Influencing Husband-Wife Decision-Making?
Abstract:
Positioned for Consumer Behavior course, this case study can be a demonstrating tool for sensitizing
participants to the emerging dimensions of Husband-Wife decision-making. This case study enables an
interesting discussion on the ever-changing relationship dynamics of Husband-Wife decision-making in
the Indian context. Based on AC Nielsen surveyʼs findings/insights, P&G devised multi-channel consumer
engagement initiatives, which included TVCs (Share the Load), Social Network/Digital Market (#Is
Laundry Only a Womanʼs Job? On Twitter), marketing promotions with celebrities and celebrity couples
with a call for action and pledge support to ‘Share the Loadʼ campaign. While the campaigns have
attracted widespread recognition the industry veterans are skeptical about the desired results of this
campaign – would it also go down the memory lane as a great campaign with no pronounced behavioral
modifications.
Pedagogical Objectives
 To understand the changing/emerging dynamics of Husband-Wife decision-making in the light of Ariel (P&G India)
‘Share the Loadʼ campaign
 To examine the background, the design and canvassing of Arielʼs ‘Share the Loadʼ campaign
 To discuss and debate on the efficacy and efficiency of ‘Share the Loadʼ campaignʼs ability to be a societal norm
changer, i.e., would it be a true catalyst or would it just be a cacophonic attempt to increase the brand penetration?
Key Concepts/Keywords
Husband-Wife Decision Making; Husband-Wife Decision Making and Social Class; Husband-Wife Decision Making and
the Family; Husband-Wife Decision Making and Indian Family; Spousal Joint Purchase Decision Matrix Model; Family
Decision Making; Husband-Wife Decision and Share the Load Campaign; Husband-Wife Decision Making and Family
Life Cycle
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “The Family and Social Class”, Consumer Behavior, 10th Edition, Pearson Publications,
2010
 Leon G. Schiffman, et al., “Structural Model of Attitudes – The Tricomponent Attitude Model – Consumer
Attitude Formation and Change”, Consumer Behavior, 10th Edition, Pearson Publications, 2010
 Atul Dhyani and Anant Agarwal, “Dynamics and Conflict of Spousal Purchase Decision: A Review Study”,
IMPACT: International Journal of Research in Business Management, June 2014
 “Module 7.3: Family And Family Life Cycle”, Management: Consumer Behaviour (Web) E-Learning Courses From
The IITS & IISC, IIT Kharagpur, http://www.nptel.ac.in/courses/110105029/36
 Reshma Elizabeth Thomas, “Gender Inequality in Modern India –Scenario and Solutions”, IOSR Journal Of
Humanities And Social Science (IOSR-JHSS), August 2013
 “#IsLaundryOnlyAWomansJob?”, Ariel India, https://www.youtube.com/watch?v=8L1cHHNHrYg, January 10th
2015
 “Havells Appliances Coffee Maker Ad - Respect For Women”,
https://www.youtube.com/watch?v=MaJf0mNMqos, May 16th 2014
 “Havells Appliances Coffee Mixer Grinder Ad - Respect For Women”, https://www.youtube.com/watch?
v=r2YKFG7u7ZA, April 25th 2014
 “Havells Appliances Steam Iron Ad - Respect For Women”, https://www.youtube.com/watch?v=TN_mGzEP6RM,
April 26th 2014
 “Titan The Raga Woman of Today #HerLifeHerChoices”, https://www.youtube.com/watch?v=zXRobOjVI9s,
December 10th 2014
 “Airtel ‘Bossʼ”, https://www.youtube.com/watch?v=-U55oYqhgT4, July 25th 2014
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16 Influence of Culture on Consumer Behavior CASE STUDY
Indian Weddings: Cultural Canopies?
Abstract:
This case study is meant to introduce the students/participants to the concept of how culture influences
consumer behavior. Presented through the Indian weddingsʼ panorama, this case study enables
appropriate connect between Indian weddingsʼ ever-changing ‘culturalʼ relishments and the critical
elements of culture as represented in the pedagogical objectives. Weddings have evolved from being a
pure family-affair to be a social affair. This metamorphosis encompasses all the makings of a typical
melodramatic episode in a Bollywood cinema, one of the best influencers of Indian modern wedding.
Once solemnized by near and dear ones, today is outsourced to professional wedding planners. Is the
Indian wedding business, touted to be at A2.5 lakh crore, an Indian cultural canopy? How should
marketers read the discerning Indian consumersʼ cultural appetite?
Pedagogical Objectives
 To understand the role of the invisible hand of culture in influencing consumer behavior and discuss the role of three
levels of subjective culture (Supranational culture, National culture and Group culture) in Indian weddingsʼ
 To discuss and debate as to how culture (enculturation and acculturation) is learned through rituals, customs and
beliefs and examine how the enculturation and acculturation manifests in Indian weddings
 To understand how Indian core values influence Indian consumer behavior and debate on the same in the light of
Indian weddings ‘culturalʼ professionalization
Key Concepts/Keywords
Influence Of Culture On Consumer Behavior; 3 Levels Of Subjective Culture; Enculturation; Acculturation; Indian
Weddings; Cross Cultural Marriages; Language & Symbols; Rituals; Cultural Customs; Beliefs; Bollywood And Indian
Weddings
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Influence of Culture on Consumer Behavior”, Consumer Behavior, 10th Edition, Pearson
Publications, 2010
 “Pumas, Planets and Pens: How Cues in the Environment Influence Consumer Choice”,
http://knowledge.wharton.upenn.edu/article/pumas-planets-and-pens-how-cues-in-the-environment-influence-
consumer-choice/, May 27th 2008
 “Conspicuous Consumption and Race: Who Spends More on What”, http://knowledge.wharton.
upenn.edu/article/conspicuous-consumption-and-race-who-spends-more-on-what/, May 14th 2008
 N i r a j D a w a r, “A St e p - b y - St e p G u i d e t o W i n n i n g t h e C u s t o m e r ” , h t t p : / / w w w. s t r a t e g y -
business.com/article/00238, February 11th 2014
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17 Cross-Cultural Consumer Behavior: An ... CASE FLYER
Chinese Mobile Brands and Cross-Cultural Consumer Behavior
Abstract:
This case flyer, based on the accompanying article published in The Economic Times, is meant to
introduce the participants/students to the concept of Cross-Cultural Consumer Behavior. With the
underlying concepts of Country of Origin, Country of Design, Country of Manufacture and acculturation,
this case flyer presents how some of the Chinese global mobile brands (Xiaomi, Gionee, OPPO Mobile and
Lenovo) have carved a niche for themselves in the Indian market with their focused and differentiated
strategies. Most importantly, how could these late entrants prompt Indian consumersʼ acculturation
giving them heads-up in the market? Since all these Chinese mobile brands carry the baggage of “Made in
China-Sold in India”, how did they overcome the incumbency threat in the Indian market?
Pedagogical Objectives
 To have an understanding of the broad contours of Country of Origin, Country of Design and Country of
Manufacture connotations and discuss their relevance for Consumer Behavior
 To examine Chinaʼs Country Brand Index over a period of time and discuss the factors that have contributed to China
transforming from being a mere copier to being a catalyst, at least in a few product categories
 To discuss how some of the Chinese mobile brands (Xiaomi, OPPO Mobile, Gionee and Lenovo) have overcome the
negative perceptions in India about the brands emanating from China with their unique value propositions and
sustained branding initiatives
Key Concepts/Keywords
Cross-Cultural Consumer Behavior; Cross-Cultural Consumer Behavior and Acculturation; Cross-Cultural Consumer
Behavior and Chinese Brands; Cross-Cultural Consumer Behavior and Made in China; Cross-Cultural Consumer Behavior
and Communication Strategies; Cross-Cultural Consumer Behavior and World Brands; Cross-Cultural Consumer
Behavior and Country of Origin Effects
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Cross-Cultural Consumer Behavior: An International Perspective”, Consumer
Behavior, 10th Edition, Pearson Education Inc., 2010
 “Country Brand Index 2014-15”, http://www.futurebrand.com/cbi/2014
 Michael E. Porter, “The Competitive Advantage of Nations”, Harvard Business Review, March–April 1990
 Jenny Chan, “Chinaʼs Brands Head West”, https://assets.ogilvy.com/truffles_email/truffles-
files/CampaignChinasBrandsHeadWest.pdf, April 2012 (accessed date: April 29th 2015)
 Jessica Vaughn, “Remaking “Made in China”, http://www.jwtintelligence.com/wp-content/
uploads/2012/08/F_Remaking-Made-in-China_08.14.2012.pdf, August 2012 (accessed date: April 29th 2015)
 Max Meister, et al., “The Rise of Chinese Brand Equity”, http://bv4.ch/files/9413/4667/8795/BV4_Brand-Report-
2012-2.pdf, 2012 (accessed date: April 29th 2015)
 “Made In: The New Meaning of “Made In China”, http://www.futurebrand.com/images/uploads/
studies/cbi/01_Made_In_China_Report_%28Lowres%29.pdf (accessed date: April 29th 2015)
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18 Consumers and the Diffusion of Innovations CASE STUDY
Hector Beveragesʼ Paper Boat:
Diffusing Innovation through “Drinks and Memories”
Abstract:
This case studyʼs objective is to sensitise the participants/students to the process of innovation diffusion
and the role of culture in product innovation. It enables a discussion on how a company can tap culture to
create a new product that can quickly gain acceptance among consumers. It also throws light on what
other factors a company should take into account when developing a product that is perceived to have an
edge over existing offerings in the market on certain aspects. Paper Boat, a beverage launched by Hector
Beverages in 2013, offered ethnic juices that were very much a part of India around 25 years back, but
today are difficult to access at least in urban areas. Its variants such as aam panna and jaljeera found ready
audience among the rich urban consumers. Paper Boat used no preservatives and stood out on a crowded
retail shelf because of its attractive pack design. The case study further throws light on how Hector
Beverages employed innovative distribution channels such as upmarket hotels and an e-Commerce
website to reduce the impact of a fledgling distribution network. This was besides using a tagline and
marketing campaign that effectively rekindled memories of oneʼs childhood. However, will supply chain
challenges restrict Paper Boat from launching new variants and will premium pricing limit its expansion
plans?
Pedagogical Objectives
 To introduce the theoretical constructs behind nuances and importance of innovation diffusion process and discuss
on how the innovation diffusion process, through its myriad contours, affects the consumer behavior
 To relate innovation diffusion process to Hector Beverages ‘Paper Boatʼ ethnic beverage and analyze how Paper
Boatʼs innovation has spiralled through various dimensions of a new product launch and penetration
 To discuss and debate on the impending and innate challenges for companies that opt for a niche positioning i.e., in
the name of differentiation, would such companies be closing the doors behind them?
Key Concepts/Keywords
Innovation DiffusionInnovation Diffusion and Culture; Innovation Diffusion and Communication Channels; Innovation
Diffusion and Social System; Innovation Diffusion and Adoption Process; Innovation Diffusion and Paper Boat;
Innovation Diffusion and Category Creators; Innovation Diffusion and Strategic Positioning
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Consumers and the Diffusion of Innovations”, Consumer Behavior, 10th Edition,
Pearson Education Inc., 2010
 “A Paper Boat Ride Down the River of Memories”, https://www.youtube.com/watch?v=t7I6zYp0CU8, March 12th
2015
 “Paper Boatʼs Jamun Kala Khatta”, https://www.youtube.com/watch?v=kZCGwipK2XE, March 17th 2015
 “Paper Boatʼs Aamras”, https://www.youtube.com/watch?v=dzAdsXpKun4, March 17th 2015
 “Paper Boatʼs Aam panna”, https://www.youtube.com/watch?v=yyVPgxIbO0I, March 17th 2015
 “Paper Boatʼs Jaljeera”, https://www.youtube.com/watch?v=rdPnF2YTFdw, March 17th 2015
 “Paper Boatʼs Rasam”, https://www.youtube.com/watch?v=KGFQ3lbWYoU, March 17th 2015
Course Case Map for
14
CONSUMER BEHAVIOR
S.No.
Mapping for Chapter XIV:
19 Consumer Decision Making and Beyond CASE STUDY
Godrej Expert Range of Hair Colors:
Indian Consumersʼ Dyeing Decisions
Abstract:
This case study is meant to understand the contours of consumersʼ decision-making. Presented through
the lens of Godrejʼs Expert range of hair dyeing products, this case study helps in meandering through the
relevant theoretical constructs of consumer decision-making – levels of consumer decision-making, four
views (economic, passive, cognitive or emotional) of consumer decision-making, category-based
consumer decision-making, etc. Given the need-style spectrum of dyeing decisions, this case study
enables an elaborate discussion on the layers of consumer decision-making.
Pedagogical Objectives
 To understand the nature of ‘Hair Dyeʼ as a product – FMCG or Consumer Durable and debate on if, the hair dye
market is driven by need or style statement?
 To examine the nature of the consumer in the light of four views (economic, passive, cognitive or emotional) of
consumer decision-making
 To discuss the efficacy of Godrej Expert Rich Crème hair dye and its impact on the consumer decision-making in the
backdrop of ‘Input-Process-Outputʼ consumer decision-making model
Key Concepts/Keywords
Consumer Decision-making; Consumer Decision-making and Decision-making Levels; Consumer Decision-making and
Maslow's Hierarchy of Needs; Consumer Decision-making and 4 views of Consumer Decision-making; Consumer
Decision-making and a Model of Consumer Decision-making; Consumer Decision-making and The Role of Needs and
Style; Consumer Decision-making and Hair Dyeing Products in India; Consumer Decision-making and Hair Dyeing
Brands in India; Consumer Decision-making and 5Ps of Godrej Expert Rich Hair Crème; Consumer Decision-making and
Hair Color Market in India
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Consumer Decision Making and Beyond”, Consumer Behavior, 10th Edition – Pearson
Publications, 2010
 “Godrej Expert Rich Creme - Oh My God”, https://www.youtube.com/watch?v=oc-SSYh-ARI, November 26th
2012
 “Dwarkachand ad. Sam and Meera. Godrej Expert. 2014. – Zindagi Muskuraye”, https://www.youtube.com/
watch?v=-OcN7aqg1_U, November 22nd 2014
 Vivek Gambhir, “40 Years Ago... And now: Becoming hair experts”, http://www.business-standard.com/article/
management/40-years-ago-and-now-becoming-hair-experts-114110900762_1.html, November 10th 2014
 Dr.Rahela Tabassum and Aruba Zubedi, “An Empirical Analysis of Attribute Importance in Selection of Hair
Dyes- Issue and Perspectives”, IJISET, International Journal of Innovative Science, Engineering & Technology,
Volume 1, Issue 10, http://www.ijiset.com/v1s10/IJISET_V1_I10_88.pdf, December 2014
 “The Cosmetic & Personal Care Sector in India”, http://italiaindia.com/images/uploads/pdf/cosmetics-personal-
care%20-2008.pdf, January 2008
 Superbrands, “Godrej Expert - Market Achievement History”, http://www.superbrandsindia.com/
images/brand_pdf/consumer_3rd_edition/Godrej%20Expert%20Hair%20Dye.pdf
www.etcases.com
S.No.
Mapping for Chapter XV:
20 Marketing Ethics and Social Responsibility CASELET
Indian Advertisements, Indian Consumers and
Ethical Conundrum: Confusopoly?
Abstract:
This case study is meant to introduce the importance of marketing ethics and social responsibility.
Marketing ethics being an all-encompassing moral sign post for companiesʼ marketing and selling
activities, especially through their marketing communications – advertisements, advertorials, sponsored
buzz marketing, etc., calls for self-restraint and conscious pacing. Whether it is Idea cellularʼs IIN or Tata
Skyʼs ‘Ab bachchey seekhein TV seʼ or some of Indian pharmaceutical companies selling Indian version of
Viagra, etc., thoughtful scrutiny in the light of Advertising Standards Council of Indiaʼs (ASCIʼs) code of
conduct, would only multiply the ethical conundrums involved in many such marketing communications.
Despite several initiatives from ASCI, Department of Corporate Affairs, etc., Indian advertising seems to
flaunt the ethical fabric of Indian society. What are the ways and means to align Indian advertisements
with morally and ethically acceptable standards? How would these advertisements affect consumer
behavior and the respective brandʼs loyalty?
Pedagogical Objectives
 To examine how few Indian companies, through their unwarranted advertisements, resort to exploitive targeting and
debate on the ways to curb such practices
 To learn how companies manipulate consumers by tinkering consumer perceptions to possibly mislead them in the
light of several ‘objectionableʼ Indian Advertisements
 To understand how companies can advance societyʼs interests through social-cause marketing and discuss on the
ways to sustain such ‘impactfulʼ corporate activities
 To discuss and debate on the role of ASCI (Advertising Standards Council of India) in ensuring that Indian
advertisement do not polarize Indian society in any of the undesirable ways – economic, cultural, social, political
affiliations
Key Concepts/Keywords
Marketing Ethics and Social Responsibility; Marketing Ethics and Social Responsibility and Manipulating Consumers ;
Marketing Ethics and Social Responsibility and False or Misleading Advertisements; Marketing Ethics and Social
Responsibility and Exploitive Targeting ; Marketing Ethics and Social Responsibility and The perils of Consumers
Precision Targeting; Marketing Ethics and Social Responsibility and Tinkering with Consumer Perceptions; Marketing
Ethics and Social Responsibility and Covert Marketing; Marketing Ethics and Social Responsibility and Cause Related
Marketing; Marketing Ethics and Social Responsibility and Consumer Ethics
Chapter Reading/Background Material:
 Leon G. Schiffman, et al., “Marketing Ethics and Social Responsibility”, Consumer Behavior, 10th Edition,Pearson
Publications, 2010
 Hari Govind Mishra, et al., “Impact of Consumer Social Responsibility and Brand Social Responsibility Image on
Brand Loyalty”, IIMA - Indian Institute of Management Ahmedabad, March 2014
 Theodore Levitt, “Advertising: The Poetry of Becoming”, Harvard Business Review, March-April 1993
 Earl A. Clasen, “Marketing Ethics & the Consumer”, Harvard Business Review, January-February 1967
 “IDEA: Haryana”, https://www.youtube.com/watch?v=TgUhZl9ZPVA, January 12th 2015
 “MAGGI veg atta noodles”, https://www.youtube.com/watch?v=251LzQ4tu78, January 2nd 2015
 “Horlicks Exam Time”, https://www.youtube.com/watch?v=e_LRg-w1UHc, March 13th 2012
Course Case Map for
15
CONSUMER BEHAVIOR
 Course Case Map for

CONSUMER
BEHAVIOR

Mapping for
CONSUMER BEHAVIOR
by Leon G Schiffman | Leslie Lazar Kanuk
S Ramesh Kumar
th
www.etcases.com 10 Edition, Pearson Education